🧱 From Strategy to Execution in the First Three Years
After two decades in sales and business development across startups, scale-ups, and enterprise ventures I have seen just how challenging (and rewarding) it is to build a sales organization from scratch. I’ve led teams, advised founders, and experienced both exhilarating wins and painful lessons.
Now, I’m writing the book I wish I had when I started.
🔍 What’s this book about?
The book I am about to finish is a hands-on, practical guide for founders, early-stage executives, and sales leaders. Whether you’re launching your first sales hire or scaling to a full-fledged commercial engine, this book gives you a clear timeline of what to focus on, from day one to year three.
🎯 What’s its purpose?
My sole purpose is to provide a realistic, adaptable playbook to structure, scale, and optimize your sales function. I didn’t want it to be just theory. It shows what works in practise, and what doesn’t! I break down how to think strategically, what activities to prioritize, and how to execute—even when time, money, or certainty are limited.
📚 What will you find inside?
Here’s a sneak peek at some of the core areas the book covers:
✅ The mindset and psychology required to build a high-performance sales function
✅ How to define your value proposition and your “why”
✅ Sales budgeting, goal-setting, and forecast models (even without historical data)
✅ How to create your ICP, position against competitors, and build differentiators
✅ Step-by-step lead generation, from outbound messages to inbound marketing
✅ How to structure and qualify your sales funnel and close deals faster
✅ Building your first sales team: hiring, onboarding, and defining roles
✅ Cross-functional collaboration with product, marketing, and leadership
✅ When and how to scale across regions and international markets
✅ Managing investor expectations and aligning sales with company strategy
✅ The tech stack for sales and marketing you can use at each stage of your business growth
It’s written in weekly, monthly, and annual milestones, so you always know what to do, when.
🛠 Built on real stories. Driven by practical insight.
Every lesson is drawn from first-hand experience I have encountered and others I learned. Not just what went right, but what went wrong, and how I learned to fix it. This book is here to show you the progress you can have and the successes you can expect by implementing practical activities.
💬 Now is the time that I want your input.
If you’re in the early days of building your sales team, or you’ve done it before, what topics would you want covered in this book?
👉 What challenges are you facing?
👉 What mistakes do you see others make?
👉 What do you wish someone had told you in your first years?
Comment below or send me a message. I would love to include your perspective and ensure this book becomes a go-to manual for anyone building the sales engine from the ground up.